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Marketing fundamentals > chapter 5 > Flashcards

chapter 5 Flashcards

1
Q

Define the consumer buyer behavior

A

buying behaviour of final consumers

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2
Q

define consumer markets

A

individuals and households that buy/acquire goods and services for personal consumption

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3
Q

Describe the model of buyer behaviour

A
  1. buyers characteristic’s (cultural, social, psychological)influence how they react to marketing stimuli
  2. buyers decision affects behaviour
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4
Q

Which five factors affect consumer behavior

A
  1. cultural
  2. social
  3. personal
  4. psychological
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4
Q

Explain cultural factors in affecting consumer behaviour

A
  1. culture, growing up values, cultural shifts
  2. subculture, groups of people with shared value systems (religions, racial groups)
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5
Q

Explain social factors in affecting consumer behaviour

A
  • membership groups: groups to which a person belongs in a social context
    reference groups: shape. person’s attitudes, behaviour’s, by face-to face interactions or by the media.
  • aspirational groups: groups an individual wishes to belong to
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6
Q

personal factors influencing consumer behavior

A
  • age and life cycle
  • economic situation
  • personality
  • brand personality: sincerity, excitement, competence, sophistication and ruggedness
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7
Q

explain motivation as a psych factor affecting consumer behaviour

A
    • > need becomes a motivation when it is aroused to a sufficient level of intensity

–> masolows hierarchy of needs: human needs are arranged in a hierarchy

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8
Q

psychological factors affecting consumer behaviour

A
  • motivation
  • perception
  • learning
  • beliefs and attitudes
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9
Q

explain the types of needs nthat affect consumer behavior

A
  1. social needs: feeling accepted
  2. esteem needs: feelign good about youself
  3. self-actualization needs: realising personal potential
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9
Q

explain how perception is related to consumer behavour

A
  • how people select+organize, interpret information to form a meaningful picture of the world.
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10
Q

types of perception

A
  1. selective attention: tendency for people to screen out most info exposed
  2. selective distortion : interpet information that supports their attitudes or beleifs
  3. selective retention –> remeber good things made abour brand they favor and forget goof points made of other brands.
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11
Q

define learning

A
  • change in an individuals behaviour arising from experience that accur by cues, drives ,stimuli, responses etc.
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12
Q

define belief and attitude

A
  1. belief–> descriptive thought person has about something based on
    - knowledge
    - opinion
    - faith
  2. attitude–> persons consistent evaluation, feelings and tenderncy towards an idea.
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13
Q

What are the 4 types of buying decision behaviour

A
  1. complex buying behavior
  2. dissonance-reducing buying behavior
  3. habitual buying behavior
  4. variety-seeking buying behavior
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14
Q

explain the complex buying behavior

A
  • high involvement
  • significant differences between brands
15
Q

explain dissonance-reduicng buying behaviour

A
  • high involvement
  • few differences between brands
16
Q

explain variety-seeking buying behavior

A
  • low involvement
  • significant differences between brands
17
Q

habitual buying behavior

A
  • low involvement
  • low brand difference
18
Q

Explain the buyer decison process

A
  1. need recognition->consumer recognizes problem triggered by internal/external stimuli
  2. info search–> motivated to search info
  3. alternative evaluation-> uses info to evaluate alternative brands in choice set
  4. purchase decision
  5. post-purchase behavior–> action taken whether they are satisfied or unsatisfied
    - post-purchase customer satisfaction: key to being profitable
19
Q

describe customer journey

A
  • sum of ongoing experiences consumers have with a brand that affect buying behavior
  • work to create brand experience for positive brand purchase
20
Q

describe the adoption process

A
  • mental process individual goes though from first learning abour an innovation
  1. awareness
  2. interest
  3. evaluation
  4. trial
  5. adoption
21
Q

individual differences in innovatiness

A
  • innovators–> try new ideas at some risk
  • early adopters–> adopt ideas early
  • early mainstream: adopt new ideas before average person
  • late mainstream: innovation after majority people have tried it
  • lagging adopters: adopt innovation onlt when it has become tradition
22
Q

influence of product characteristics on rate of adoption

A
  1. relative adv: degree of superiority
  2. compatibility: degree innovation fits values of potential consumers
  3. complexity: degree innovation is diffocult to understand
  4. triability: degree innovation can be tried on a limited time
  5. observability–> degree innovation can be observed to others
22
Q

5 brand personality factors

A
  1. sincerity
  2. excitement
  3. competence
  4. sophistication
  5. ruggedness

Marketing fundamentals (7 decks)

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